Sunday, February 24, 2013

Marketing Management As Demand Management

01.15 Marketing Management As Demand Management

Marketers
are skilled in stimulating demand for a company’s products. But this is too
limited view of tasks marketers performs. Just as production and logistics
professionals are responsible for “supply management: marketers are responsible
for “Demand management.”

Marketing
Managers undertake the following 3 responsibilities in order to meet the
organizational objectives;

1.To influence the level of demand

2.To influence the timing of demand
and

3.To influence the composition of
demand.

In
accomplishing these responsibilities, it is useful for marketing managers to
identify different states of demand and the corresponding tasks facing them,
which is given below;

1.Negative demand

A
market is in a state of negative demand if a major part of the market dislikes
the product and may even pay a price to avoid it.

Ex;
vaccinations, dental works, vasectomies etc,

The marketing task is
to analyze why the market dislikes the product and whether a marketing program
consisting of product redesign, lower prices and more positive promotion can
change beliefs and attitudes.